Download Secondary Data

Essentials of
Marketing Research
William G. Zikmund
Chapter 6:
Secondary Data
Research in a Digital Age
Secondary Data
Data gathered and recorded by someone else
prior to and for a purpose other than the
current project
Is often:
• Historical
• Already assembled
• Needs no access to subjects
Advantages of Secondary Data
• Inexpensive
• Obtained Rapidly
• Information is not Otherwise Accessible
Government Data Is Often Free
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Disadvantages of Secondary Data
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Uncertain Accuracy
Data Not Consistent with Needs
Inappropriate Units of Measurement
Time Period Inappropriate (Dated)
Secondary Data may be Dated
The Economic Census profiles the
U.S. economy every 5 years, from the
national to the local level.
Evaluating Secondary Data
Applicability
to project
objectives
Does the data help to
answer questions
set out in the
problem definition?
Does the data apply to
the time period of
interest?
Does the data apply to
the population of
interest?
Evaluating Secondary Data (continued)
Applicability
to project
objectives
Accuracy
of the data
Do the other terms
and variable
classifications
presented apply?
Are the units of
measurement
comparable?
If possible, go to the
original source of the
data?
Is the cost of data
acquisition worth it?
Accuracy
of the data
Is there a possibility
of bias?
Can the accuracy of
data collection be
verified?
Objectives for Secondary Data
Studies
• Fact Finding
• Model Building
• Data Based Marketing
Common Research Objectives
for Secondary Data Studies
Fact Finding
- Identifying consumption patterns
- Tracking trends
Model building
- Estimating market potential
- Forecasting sales
- Selecting trade areas and sites
Data Base Marketing
- Development of Prospect Lists
- Enhancement of Customer Lists
Fact Finding
• Identify consumer
behavior
• Trend analysis
• Environmental
scanning
Model Building
• Market potential
• Forecasting sales
• Analysis of trade areas
Data Based Marketing
• Practice of maintaining a customer data
base
• Names
• Addresses
• Past purchases
• Responses to past efforts
• Data from numerous sources
Internal Data
Internal and proprietary data is more descriptive
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Accounting information
Sales information
Backorders
Customer complaints
Data Mining
Traditional Distribution
Indirect Channel Using Intermediary
Information Producer
(Federal Government)
Library
(Storage of
government
documents
and books)
Company User
Traditional Distribution
Direct Channel
Information Producer
(Federal Government)
Company User
Direct, Computerized Distribution Using Intermediary
Information producer’s
(Just-in-time inventory partner)
computerized database
Company user
Modern Distribution of Secondary Data
Information producer A
Information producer B
Information producer C
(Federal governmentcensus data)
(Grocery store-retail
scanner data)
(Audience research companytelevision viewing data)
Vendor/external
distributor
(Computerized database
integrating all three data
sources for any
geographic area)
Information producer A
(Federal governmentcensus data)
External Data
• Created, recorded, or generated by an entity
other than the researcher’s organization
• Government
• Trade associations
• Newspapers and journals
External Data
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Libraries
The Internet
Vendors
Producers
Books and periodicals
External Data
• Government sources
• Media sources
• Commercial sources
Government Sources
U.S. Population by Race and Hispanic Origin, July 1, 1997
(in thousands)
White
non-Hispanic
Hispanic
Black American Indian Asian & Pacific
& Alaska Native
Islander
194,571 32,324
1,977
9,532
26,746 1,649
347
598
Race and Ethnicity
• The race and Hispanic origin categories used by the
Census Bureau are mandated by Office of Management
and Budget
• All federal record keeping and data presentation to use
four race categories (White, Black, American Indian
and Alaska Native, Asian and Pacific Islander) and two
ethnicity categories (Hispanic, non-Hispanic).
• These classifications are not intended to be scientific in
nature, but are designed to promote consistency in
federal record keeping and data presentation.
Commercial Sources
• Market share data companies like A.C.
Nielsen provide information about sales
volume and brand share over time
• Demographic and census updates—many
organizations supply census updates, in
easy-to-use or custom formats
Commercial Sources
• Attitude and public opinion research—
syndicated services report the findings of
opinion polls
• Consumption and purchase behavior data
• Advertising research—readership and
audience data
Single Source Data
• Diverse types of data offered from a single
source
- e.g., television viewing and scanner
purchase data
- e.g., Prizim and ClusterPlus
Global Secondary Data
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Typical limitations
Additional pitfalls
Unavailable
Questionable accuracy
Lack of standardized terminology